Our brand’s ethos is to blend tradition with modernity
Gaia by Archie is dedicated to curating a collection that resonates with various trends. By combining the newest trends with classic elegance, the brand offers a unique shopping experience that blends old-world craftsmanship with modern design. Gaia by Archie’s mission is to provide a stage where various fashion tales can co-exist, resulting in a rich tapestry of looks that honour uniqueness and ingenuity. In a chat with Fibre2Fashion, Founder Archie Sarna discusses sourcing designers and brands, perception of women, ethical fashion, and more.
The fashion industry is constantly evolving with new trends and technologies. What do you see as the most significant changes in the industry over the past few years, and how do you think they will shape the future of fashion?
In recent years, the fashion industry has undergone significant transformations driven by new trends and technologies. One of the most notable changes is the accelerated shift towards digital platforms and e-commerce, which has redefined how consumers discover and shop for fashion. The rise of social media has also played a crucial role in shaping trends, enabling brands to reach audiences directly and engage with them in real-time.
Sustainability has become a key focus in fashion. What are your thoughts on the industry’s current efforts towards sustainability, and where do you think there is room for improvement?
Sustainability has become a central focus in fashion, with many brands making strides towards more eco-friendly practices. Efforts include the use of recycled materials, reduction of waste, and improved transparency in supply chains. However, there is still significant room for improvement. The industry needs to address issues like overproduction, fast fashion, and the environmental impact of synthetic materials. Greater emphasis on circular fashion, which promotes recycling and reuse, and stronger regulations on labour practices can further enhance sustainability efforts. Brands must also prioritise long-term commitments and transparency to build consumer trust and drive meaningful change.
With the rise of digital fashion and virtual try-ons, how do you think technology is influencing consumer behaviour and the traditional retail experience?
The rise of digital fashion and virtual try-ons has significantly influenced consumer behaviour and the traditional retail experience. Technology allows consumers to try on clothes virtually, which enhances the shopping experience by providing a more convenient and immersive way to explore products. This shift is leading to a more personalised and efficient retail experience, reducing the need for physical store visits and minimising returns. As technology continues to evolve, it will likely further integrate into retail, transforming how consumers interact with brands and making the shopping process even more streamlined and engaging.
The role of social media influencers in fashion has grown tremendously. How do you view their impact on brand visibility and consumer choices, and do you see this trend continuing?
Social media influencers have become pivotal in shaping brand visibility and consumer choices. Their ability to connect with large, engaged audiences and create authentic content has made them valuable partners for brands looking to increase their reach and credibility. Influencers can drive trends and consumer preferences through their recommendations and personal style, making them crucial to modern marketing strategies. This trend is expected to continue as influencers evolve and new platforms emerge, providing even more opportunities for brands to leverage social media influence.
Globalisation has made fashion more accessible but has also raised questions about cultural appropriation. How do you think the industry can strike a balance between drawing inspiration from diverse cultures and respecting their origins?
The industry must strike a balance between drawing inspiration from diverse cultures and respecting their origins. This involves engaging with cultural consultants, collaborating with artists and designers from the cultures being referenced, and ensuring that inspiration is used thoughtfully and respectfully. Brands should aim to celebrate and honour cultural heritage rather than merely appropriating it, fostering genuine appreciation and understanding in their designs.
In your opinion, how has the role and perception of women in fashion evolved over the past decade?
Over the past decade, the role and perception of women in fashion have evolved significantly, reflecting broader societal shifts towards empowerment, diversity, and self-expression. Women today are no longer passive consumers of fashion; they are active participants and even trendsetters, using fashion as a powerful tool to express their identities, beliefs, and individuality. The fusion of traditional and contemporary elements has become more prominent, as women seek to connect with their cultural roots while embracing modern trends. This blend of old and new reflects a deeper understanding of fashion as a form of storytelling—a way for women to honour their heritage while asserting their place in the modern world.
In essence, the evolution of women in fashion over the past decade has been about reclaiming power, celebrating diversity, and prioritising authenticity. Women today are confident in their style choices, and they expect fashion to reflect and support their multifaceted lives. Gaia by Archie resonates with this evolution by offering collections that empower women to embrace their individuality while staying true to their cultural roots and contemporary sensibilities.
What inspired you to start Gaia by Archie, and how did your journey at NIFT influence your vision for the brand?
My inspiration behind Gaia was my desire to create a space that seamlessly blends the opulence of elite Indian designers with a modern, chic aesthetic. My journey at NIFT played a pivotal role in shaping this vision. During my time at NIFT, I was exposed to a diverse range of fashion styles, cultures, and creative ideas, which broadened my perspective and deepened my appreciation for both traditional craftsmanship and contemporary design. The rigorous training and exposure to the industry at NIFT honed my skills and instilled a keen eye for detail, allowing me to curate a collection that reflects both timeless elegance and the latest trends. I envisioned Gaia as more than just a store; I wanted it to be a celebration of individuality and creativity, a place where every garment tells a story and every designer’s voice is heard. Gaia reflects my journey in fashion, where luxury meets accessibility, and tradition meets innovation, offering a unique and personal shopping experience.
Gaia is described as more than just a fashion destination. Can you elaborate on the experience you want customers to have when they interact with your brand?
At Gaia, I aim to create an experience that transcends traditional shopping. The moment a customer steps into the store, they are enveloped in an atmosphere of pure luxury, where every detail has been thoughtfully designed to captivate and inspire. The store’s architecture and interior design are not just backdrops; they are integral parts of the experience, crafted to reflect opulence and sophistication.
I want customers to feel like they have entered a world of high-end fashion, where they can explore an ever-evolving collection that stays fresh and exciting. But beyond just offering beautiful garments, my goal is to provide personalised styling consultations that make each customer feel pampered and understood. I believe in creating a refined, welcoming environment where shopping is not just about purchasing items, but about enjoying a truly indulgent retail journey. Whether they are shopping in-store or online, I want every interaction with Gaia to be a celebration of high-end style, luxury and the unique individuality of each customer.
Your approach to fashion focuses on timeless, classic pieces rather than fleeting trends. What drives this philosophy, and how do you ensure it resonates with your customers?
My approach to fashion is deeply rooted in the belief that true style is timeless. While trends come and go, classic pieces have the power to transcend seasons and remain relevant across generations. This philosophy is driven by my commitment to creating garments that not only honour the craftsmanship and heritage of traditional Indian design but also speak to the modern sensibilities of today’s women.
To maintain this connection with our customers, I prioritise quality and authenticity in every piece we create. Our unique silhouettes, intricate craftsmanship, and exquisite embroidery are all meticulously designed to embody the essence of elegance and empowerment. This commitment to quality and a deep understanding of our customers’ evolving needs allows Gaia by Archie to continually carve out a distinct niche in the fashion industry, appealing to the modern, empowered woman who values both tradition and innovation in her wardrobe.
How do you go about selecting the distinct labels and styles that are featured in Gaia’s collection? What criteria do you use to ensure they align with your brand’s vision?
Sourcing designers and brands that match Gaia’s aesthetic is central to our success. I seek out designers whose creations seamlessly blend traditional craftsmanship with modern sensibilities. My selection process focuses on the uniqueness of their designs, the quality of their work, and how well their vision aligns with Gaia’s commitment to elegance and sophistication. I aim to feature designers who bring something truly distinctive to the table, ensuring that our collection remains both exclusive and diverse. It is crucial for me to showcase pieces that resonate with our customers and enhance the overall store experience. By partnering with designers who share this vision, I ensure that Gaia offers a curated selection that celebrates the harmony of tradition and contemporary style.
Gaia is named after the Greek Goddess of Earth. How does this mythology influence the brand’s identity and the way you approach fashion?
The mythology of Gaia as the Earth Goddess resonates with our vision of celebrating the inherent power and beauty within every woman. The mythological connection inspires us to approach fashion not just as an art form, but as a means of empowering women to embrace their true selves. We see fashion as a way for women to express their multifaceted identities, much like how Gaia represents both the nurturing and formidable aspects of nature. Our collections are meticulously curated to reflect this balance—offering a harmonious blend of tradition and modernity, elegance and strength, beauty and resilience.
By drawing on the symbolism of Gaia, we ensure that every piece we feature is more than just clothing; it is a tribute to the goddess within every woman. We are committed to providing our customers with designs that allow them to explore and define fashion on their own terms, embracing their unique style and celebrating their individuality. Gaia is not just a brand—it is a sanctuary where fashion meets empowerment, inspired by the timeless strength and grace of the Earth Goddess herself.
Can you share some challenges you have faced while building Gaia and how you have overcome them to maintain the brand’s integrity and vision?
Balancing exclusivity and uniqueness with modern consumer expectations has been both a challenge and an opportunity for Gaia. One of the main challenges I have faced is ensuring our curated collection remains fresh and engaging while staying true to our brand’s ethos of blending tradition with modernity.
To overcome this, I continuously source unique pieces from top-tier designers who masterfully combine traditional craftsmanship with contemporary flair. The key is to innovate and stay ahead of trends, ensuring our collection evolves in a way that resonates with our discerning clientele.
By bringing together the best in the industry, we allow modern consumers to rediscover the beauty of traditional designs. It is incredibly rewarding to see our customers connect with the stories and craftsmanship behind each piece, finding joy in the perfect blend of heritage and modern style.
Sustainability and ethical fashion are becoming increasingly important in the industry. How does Gaia incorporate these principles into its business model?
Gaia is deeply committed to sustainability and ethical fashion. We incorporate these principles by using eco-friendly materials and ensuring that fair labour practices are upheld throughout our supply chain. This approach not only aligns with our brand’s values but also appeals to the growing segment of consumers who prioritise ethical consumption. By integrating sustainability into our business model, we aim to offer fashion that is both luxurious and responsible, allowing our customers to make choices that reflect their values.
Looking ahead, where do you see Gaia in the next five years, and how do you plan to continue evolving the brand while staying true to its core values?
In the next five years, I envision significant growth and evolution for Gaia, while staying true to its core values. We plan to expand our presence into tier 2 cities, addressing the demand for high-quality fashion in areas with limited access to luxury stores and building a loyal customer base in these underserved markets. A key focus will be on promoting talented Indian designers, especially those gaining traction on Instagram, which supports local talent and introduces unique, culturally rich fashion to a global audience. Our commitment to sustainability and ethical practices will continue to set us apart, as we use eco-friendly materials and ensure fair labour practices throughout our supply chain. Gaia will maintain its inclusive platform, catering to all fashion needs from everyday wear to couture, and making luxury fashion accessible to a broader audience by overcoming geographical limitations. Finally, we aim to elevate Indian fashion on a global scale, attracting international customers and showcasing the best from Indian designers, solidifying Gaia’s position as a leading force in the global fashion industry.
